How to Get More from Existing Content

When it comes to maximizing the value of your marketing content, the term “repurpose” should figure prominently in your vocabulary. Too often, marketers take a “one and done” approach to the material they create, leaving much of its long-term value unclaimed. A piece of content is developed and actively promoted for a period of time, but then it is simply put on the shelf and left to gather digital dust. 

A much more effective strategy—both in terms of cost and lead generation—is to find multiple ways to use your content. Not only does this stretch the investment you made in creating it, having prospects see the information again in a different form helps reinforce the message.

For example, let’s say you’ve produced an excellent case study full of all kinds of valuable statistics. Capitalizing on the work you’ve already done, you could create an infographic that presents just those informative stats in an engaging visual format.

“Too often, marketers take a “one and done” approach to the #content they create, leaving much of its long-term value unclaimed.” TWEET THIS

Repurposing: A Key Component of Your Content Plan

The repurposing of material is a great content development strategy. But in order to use it effectively, you have to see how a piece and its derivatives fit into your overall inbound marketing plan. When you choose to promote a piece of content, it can have a significant impact on how it is perceived.

Using the case study example above, you probably don't want to publish the study this week and then announce the infographic next week. That might give the impression that you're trying too hard to “milk” the original item. However, put out the visual piece a few months down the road and it will likely be viewed as a nice reminder about key information from the study.

It All Starts with an Audit

To develop a solid content marketing plan, you must first have a comprehensive list of all the materials you’ve created to date. This spreadsheet should include:

  • Item name
  • Author(s)
  • Dates of publication and most recent review/revision
  • Brief summary of its contents
  • Sales funnel stage (awareness, consideration, decision)
  • Status (in progress, current, outdated, etc.)
Content Repurposing Tactics

The list of ways to repurpose content is limited only by your imagination. Some of the more common tactics include:

Pulling smaller pieces of content together

Over time, you may develop a collection of short pieces on a particular topic. Consider combining these items into a comprehensive guide on the subject.

Breaking long-form content into blog posts

The information you gathered to produce a 10-page white paper can be released as a series of SEO-optimized blog posts.

Updating a piece with new information

If you invested significant resources in developing an educational item three years ago, your audience may find it interesting to learn what’s changed since then as an addendum or a revision.

Reproducing an item in a new format

Could the information in your highly regarded ebook be effective as a podcast? If so, you’ve just doubled its value.

Providing commentary on an existing piece

“Best practices” are a great source of content. However, they tend to change over time. Rather than scrapping an old document, revisit it and explain how and why your perspective on the information has changed.

The bottom line: there are virtually endless ways to give good content new life.

Benefits of Repurposing Marketing Content

The time and effort you put into repurposing your content will pay off in many ways, including that it can help you:

  • Improve SEO. According to a study by BrightEdge, over half of website traffic is still garnered from the result of organic search. Making repurposed content available on your website helps search engines understand what your company focuses on.
  • Reach new audiences. Some people just don’t have time to read a case study. But offer them the key information in an infographic and now you’ve got their attention.
  • Reinforce your message. As mentioned above, addressing a topic in multiple ways helps drive home the takeaways.
  • Accelerate content development. In many cases, creating a piece of content will mean starting from scratch. But creatively repurposing content can help you produce good material faster.
  • Execute your inbound strategy more cost-effectively. Time is money. If you can save some time on content development here and there, your marketing budget goes further.

If you’re ready to start getting more out of your existing content, we can help! Let’s talk about what you have and how it can be leveraged to achieve your marketing objectives.

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